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Marketing Analytics > Quiz > Flashcards

Quiz Flashcards

Répondre à des questions de cours basiques

1
Q

What are the 3 levels of product ?

A

1) Core product value
2) Actual product value
3) Augmented product value

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2
Q

What is the Core product value ?

A

The Core product value : The main reason for wanting this product

Exemple for a car : To travel from a point to another

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3
Q

What is the Actual product value ?

A

The Actual product value : The physical second reason for wanting this product (Quality, Brand, Packaging, Features, …)

Exemple for a car : Quality interior, fuel consumption, camera, …

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4
Q

What is the Augmented product value ?

A

The non-physical second reason for wanting this product mainly services.

Exemples : Services / Phone line / Customer service / Delivery / Warranty / Repairs / Credit

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5
Q

What are the 7 functions of packaging ?

“THIS PSP”

A

The 7 functions of packaging are:

1) Transportation
2) Handling
3) Information
4) Storage
5) Protection
6) Support of the branding and the positioning
7) Promotion

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6
Q

What are the 7 Ps of Services Marketing which derived from the 4Ps Marketing Mix ?

A

The 7 Ps of Services Marketing :

1) Promotion
2) Product
3) Price
4) Place
5) People
6) Physical evidence
7) Process

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7
Q

Give some exemples of these 7 Ps in case the service is service in a restaurant.

A

1) Product = Food in a reastaurant + Atmosphere + Accessibility + Theme
2) Promotion = Sometimes in the menu
3) ¨Price = In the menu
4) Place = The restaurant or in home if there is delivery
5) People = Friendly staff, Customer involvement, Co-creation
6) Physical Evidence = Design, decor, menus
7) Process = Quick delivery

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8
Q

What are the 4 dimensions of brand equity suggested by Young & Rubicam ?
DR. KE

A

4 dimensions of brand equity :

1) Differentiation
2) Relevance
3) Knowledge
4) Esteem

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9
Q

What are the 3 levels of brand positioning ?

A

3 levels of brand positioning :

1) Product attributes
2) Product desirable benefit
3) Belief and values

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10
Q

What are the starting point, focus, means and ends of the selling concept ?

A

The selling concept :

1) Starting point = Factory
2) Focus = Existing products
3) Means = Selling and promoting
4) Ends = Profits through sales volume

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11
Q

What are the starting point, focus, means and ends of the marketing concept ?

A

The marketing concept :

1) Starting point = Market
2) Focus = Customer needs
3) Means = Integrated marketing
4) Ends = Profits through customer satisfaction

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12
Q

What are the 3 Marketing Mixes of the Integrated marketing mix ?

A

1) 7 Ps of the Services Marketing
2) 4Cs
3) 4As

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13
Q

What are the 4Cs which are a more consumer-orientated version of the 4Ps Marketing Mix ?

Cs/Cc/Con/Com

A

1) Customer solution
2) Customer cost
3) Convenience
4) Communication

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14
Q

What are the 4As of Marketing which help creating value for customer ?

cfcw

A

1) Acceptability
2) Affordability
3) Accessibility
4) Awarness

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15
Q

What are the 2 approaches to value ?

A

1) Uni-dimensional value

2) Multi-dimensional value

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16
Q

What is the uni-dimensional approach to value ?

A

The uni-dimensional approach to value is:

  • Benefits (Pleasure, Utility, Esteem, Convenience, etc.)
  • Costs (Price, Psychological cost, Time, Effort, etc.)
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17
Q

What is the multi-dimensional approach to value ?

A

Multi-dimensional approach to value and 3 values:

1) Utilitarian value
2) Hedonic value
3) Social value

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18
Q

What are the 3 components of Utilitarian value ?

CIE

A

Utilitarian value is composed of 3 values:

1) Convenience value
2) Informational value
3) Economic / Monetary value

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19
Q

What are the 4 components of Hedonic value ?

RARE

A

Hedonic value is composed of 4 values:

1) Recreational value
2) Aesthetic value
3) Reassurance value
4) Epistemic value

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20
Q

What are the 3 components of the Social value ?

ESS

A

Social value is composed of 3 values:

1) Esteem value
2) Social ties / Connective value
3) Social learning value

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21
Q

What are the 4 major segmentations ?

A

The 4 major segmentation are :

Which need a Generic communication :

1) Geographic
2) Demographic

Which need a Personal communication :

3) Psychographic
4) Behavioral

22
Q

What are the 5 requirements for effective segmentation ?

MASDA

A

The 5 requirements for effective segmentation are:

1) Measurable
2) Accessible
3) Substantial
4) Differentiable
5) Actionable

23
Q

What are the 4 market targeting strategies ?

A

4 market targeting strategies :

1) Mass or Undifferentited Marketing
2) Segmented or Differentiated Marketing
3) Niche or Concentrated marketing
4) Local, Individual or Customised marketing or Micromarketing

24
Q

What are the 4 Cs / Criteria for a successful positioning strategy ?

Cla/Con/Cre/Comp

A

4 Criteria for a successful positioning strategy :

1) Clarity
2) Consistency
3) Credibility
4) Competitiveness

25
Q

What is a ad with SUCCES ?

A

1) Simple
2) Unexpected
3) Concrete
4) Credible
5) Emotional
6) Stories

26
Q

What are the 6 cases for New Products ?

Npl/Apl/Np/Ap (R & I)/Cr/R

A

6 cases of new products :

1) New product lines
2) Additions to existing product lines
3) New to the world products
4) Revisions & Improvements
5) Cost reductions
6) Repositioning

27
Q

What are the 8 major stages in new product development ?

Ig/Is/CDT/MSD/BA/PD/Tm/C

A 
Step 1: Idea Generation
Step 2 : Idea Screening
Step 3: Concept Development and Testing
Step 4: Marketing Strategy Development
Step 5: Business Analysis 
Step 6: Product Development 
Step 7: Test Marketing 
Step 8: Commercialization
28
Q

What are the 2 price strategies ?

A

2 price strategies :

1) (Slow or rapid) Skimming price strategy
2) (Slow or rapid) Penetration price strategy

29
Q

What is the skimming price strategy ?

A

Skimming price: to set a relatively high price for a product or service at first, then lower the price over time.

Exemple of Rapid Skimming strategy : Apple or Coca-Cola.
Exemple of Slow Skimming strategy : Louis Vuitton

30
Q

What is the penetration price strategy ?

A

Penetration price: to set a relatively low price for a product or service at first, then higher the price over time.

Exemple of Rapid Penetration strategy : Ouibus
Exemple of Slow Penetration strategy : Lidl or Ryanair.

31
Q

What are the 4 Types Strategic Business Units (SBUs) defined by the Boston Consultancy Group ?

A

The 4 types strategic business units (SBUs) / types of innovative products:

1) Star
2) Cash cow
3) Dog
4) Question mark

32
Q

What is a price ?

A

A price is the amount of money, a dynamic and ongoing value, that a buyer gives to a seller in exchange for a good or a service.

33
Q

What are the 2 Types of value-based pricing ?

A

2 Types of value-based pricing:

1) Good-value pricing
2) Value-added pricing

34
Q

What are the 2 Types of cost-based pricing ?

A

2 Types of cost-based pricing:

1) Cost-plus pricing (markup pricing)
2) Break-even pricing (target return pricing)

35
Q

What are the 10 price adjustments ?

Cd/Qd/Sd/Csp/Pfp/Lp/Tp/Pp/Gp/Daip

A

10 price adjustments:

1) Cash discount (Ex: Bills promptly paid)
2) Quantity discount (Ex: Jacques Desange)
3) Seasonal discount (Ex: Vacation sites)

4) Customer-segment pricing (Ex: Cinema for adults, students or childrean)
5) Product-form pricing (Ex: Economy and Business Class seat on a flight)
6) Location pricing (Ex: Concert hall)
7) Time pricing (Ex: Happy Hours)
8) Psychological pricing (Ex: €0.99 instead of €1)
9) Geographical pricing (Ex: Pizza delivery)
10) Dynamic and Internet pricing (Ex: Ebay)

36
Q

What is the definition of distribution ?

A

The value delivery network composed of manufacturers, suppliers, distributors that makes a product available for use or consumption by the consumer

37
Q

What is the definition of retailing ?

A

All the activities that adds value to the products and services sold to consumers for their personal, family, non-business use.

Levy and Weitz, 2012

38
Q

What are the 3 main distribution strategies ?

Ed/Sd/Id

A

3 main distribution strategies :

– Exclusive distribution
– Selective distribution
– Intensive distribution

39
Q

What are the 3 main channel organisations ?

A

3 main channel organisations are :

  1. Vertical Marketing System (VMS)
  2. Horizontal Marketing System
  3. Multichannel distribution system (Cross-channel & Omni-channel)
40
Q

What are the 3 vertical marketing system ?

A

3 vertical marketing system :

1) Corporate VMS
2) Contractual VMS
3) Administered VMS

41
Q

What are the 6 Ps of the retailing mix ?

A

6 Ps of the retailing mix :

  • Merchandise (assortment) (Product)
  • Price
  • Advertising & Promotion
  • Location (Place)
  • Customer Services and Selling (Personnel)
  • Store Layout, Merchandising and Design (Presentation)
42
Q

What are the 6 new retail concepts ?

JGt/DPT/TiM/Pus/3Prs/Ss

A

The 6 new retail concepts :

1) Just Go technology
2) Digital/physical touchpoints
3) Touchpoint in mobility
4) Pop-up stores
5) Third-place retail store
6) The showroom store

43
Q

What is the communication breakdown ?

A

Communication breakdown: Difference between Receiver’s interpretation and Sender’s Intentions

44
Q

What are the 3 types of message appeals ?

REM

A

The 3 types of message appeals:

1) Rational
2) Emotional
3) Moral

45
Q

What is the AIDA model ?

A

It is a model to describe the way a consumer see an ad and act to consume.

1) A - Attention
2) I - Interest
3) D - Desire
4) A - Action

46
Q

What are the 3 models of connexion between customer and the brand ?

A

3 models of connexion between a customer and a brand :

1) The AIDA model
2) The Forrester model
3) The Mc Kinsey Model : Customer Decision Journey

47
Q

What are the 2 strategies to choose promotional tools ?

A

2 strategies to choose promotional tools :

1) PUSH Strategy
2) PULL Strategy

48
Q

What is the PUSH Strategy ?

A

The Push strategy is:

1) Producer markets to members of distribution channels
2) The wholesaler / the retailer do reselling marketing activities

49
Q

What is the PULL strategy ?

A

The Pull strategy is:

1) Producer markets directly to final customer
2) Consumer demands at the retailer
3) Retailer demands at the producer

50
Q

What is the IMC / Integrated marketing Communications ?

A

IMC - Integrated Marketing Communications is the coordination of messages across multiple communication channels to achieve a marketing objective.

51
Q

What is the difference between a customer and a consumer?

A

Customers = People who buy the product and the people who influence the person who buy it.

Consumers = People who uses the product

Marketing Analytics (8 decks)

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